Exploring customer loyalty in the South African mobile telecommunications sector

The South African mobile telecommunications environment has become increasingly competitive, thus there is increased focus on acquiring and retaining loyal customers in order to facilitate repeat purchases, guarantee future revenues and shield the customer base from competitive activity. In the ligh...

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Autores principales:	Simon Morgan, Krishna Govender
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2017
Materias:	mobile telephony service satisfaction brand image loyalty Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/9ec24197a993480fa6d7bef5c50ea704
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spelling	oai:doaj.org-article:9ec24197a993480fa6d7bef5c50ea7042021-12-02T10:44:30ZExploring customer loyalty in the South African mobile telecommunications sector2331-197510.1080/23311975.2016.1273816https://doaj.org/article/9ec24197a993480fa6d7bef5c50ea7042017-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1273816https://doaj.org/toc/2331-1975The South African mobile telecommunications environment has become increasingly competitive, thus there is increased focus on acquiring and retaining loyal customers in order to facilitate repeat purchases, guarantee future revenues and shield the customer base from competitive activity. In the light of the aforementioned, an online survey which comprised questions on loyalty, customer satisfaction, brand image, perceived quality and perceived value, was conducted among 110 customers of the South African (SA) mobile telecommunications industry. A number of hypotheses were formulated proposing relationships among the above-mentioned variables. The findings which resulted from structural equation and multiple regression modelling, revealed that customer satisfaction has the most significant positive effect on customer loyalty. Customer brand image and perceived value have a significant positive effect on customer satisfaction, but not customer loyalty. By implication, brand image and perceived value indirectly influence customer loyalty, through influencing customer satisfaction. The findings imply that the management of mobile telecommunications businesses in SA should focus on customer satisfaction and its antecedents, if they wish to develop a cadre of loyal customers.Simon MorganKrishna GovenderTaylor & Francis Grouparticlemobile telephonyservicesatisfactionbrand imageloyaltyBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 4, Iss 1 (2017)
institution	DOAJ
collection	DOAJ
language	EN
topic	mobile telephony service satisfaction brand image loyalty Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	mobile telephony service satisfaction brand image loyalty Business HF5001-6182 Management. Industrial management HD28-70 Simon Morgan Krishna Govender Exploring customer loyalty in the South African mobile telecommunications sector
description	The South African mobile telecommunications environment has become increasingly competitive, thus there is increased focus on acquiring and retaining loyal customers in order to facilitate repeat purchases, guarantee future revenues and shield the customer base from competitive activity. In the light of the aforementioned, an online survey which comprised questions on loyalty, customer satisfaction, brand image, perceived quality and perceived value, was conducted among 110 customers of the South African (SA) mobile telecommunications industry. A number of hypotheses were formulated proposing relationships among the above-mentioned variables. The findings which resulted from structural equation and multiple regression modelling, revealed that customer satisfaction has the most significant positive effect on customer loyalty. Customer brand image and perceived value have a significant positive effect on customer satisfaction, but not customer loyalty. By implication, brand image and perceived value indirectly influence customer loyalty, through influencing customer satisfaction. The findings imply that the management of mobile telecommunications businesses in SA should focus on customer satisfaction and its antecedents, if they wish to develop a cadre of loyal customers.
format	article
author	Simon Morgan Krishna Govender
author_facet	Simon Morgan Krishna Govender
author_sort	Simon Morgan
title	Exploring customer loyalty in the South African mobile telecommunications sector
title_short	Exploring customer loyalty in the South African mobile telecommunications sector
title_full	Exploring customer loyalty in the South African mobile telecommunications sector
title_fullStr	Exploring customer loyalty in the South African mobile telecommunications sector
title_full_unstemmed	Exploring customer loyalty in the South African mobile telecommunications sector
title_sort	exploring customer loyalty in the south african mobile telecommunications sector
publisher	Taylor & Francis Group
publishDate	2017
url	https://doaj.org/article/9ec24197a993480fa6d7bef5c50ea704
work_keys_str_mv	AT simonmorgan exploringcustomerloyaltyinthesouthafricanmobiletelecommunicationssector AT krishnagovender exploringcustomerloyaltyinthesouthafricanmobiletelecommunicationssector
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Exploring customer loyalty in the South African mobile telecommunications sector

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